The Department of Tourism is prioritising domestic tourism’s recovery. This is linked to the consensus that promoting domestic tourism is crucial to ensure that the sector recovers from the pandemic impacts on a pathway to sustainability and resilience to deal with future disruptions. This report extends the previous study to pilot and refine the Domestic Tourism Recovery Framework proposed, incorporating the Domestic Tourism Scheme as a key component. This report provides the context of the study, stipulating the aim, objectives and research questions. In relation to the rationale and purpose of the research, the piloting and refinement of the proposed Domestic Tourism Recovery Framework are critical to guide interventions and buy-in. Furthermore, the Framework is extended to include awareness and communication, training and skills development, and monitoring and evaluation components to support effective implementation and achieve intended impacts. The research methodology adopted during this Phase was a desktop approach (updating the literature) and qualitative component (key informant interviews and focus group discussions) to facilitate engagements with purposively selected (after undertaking stakeholder mapping) and key stakeholders on the Domestic Tourism Recovery Framework and Domestic Tourism Scheme. In total, 24 key informants and 4 focus groups completed. The proposed Domestic Tourism Recovery Framework is informed by the sustainable tourism development approach, linked to the ecosystem-based operational model that includes the drivers, pressures, state, impact and response (DPSIR) framework, which informs an examination of tourism that is based on a complex set of phenomena with multi-dimensional aspects and impacts. This approach was complemented by the Theory of Change approach during this Phase that promotes outcomes and results-based approaches to planning and development, focuses on evidence-based/ data-driven evaluation that demonstrates benefits and viability, enhances capacity development, enables partnerships and collaboration and is learning-orientated to improve future policies, plans and interventions. Several themes emerged from the literature review undertaken, including the importance of domestic tourism in South Africa and globally; trends and changes in domestic tourism travel behaviours; challenges faced in relation to finance, infrastructure, safety and security; the impacts of digital and technological advancements, and awareness levels. There was also consensus that domestic tourism was on a pathway to recovery, which needs to be supported/ incentivised. The importance of education and training as well as effective awareness and communication strategies were also highlighted. The main findings from the key informant interviews and focus group discussions were the importance of recognising the market profiles of domestic tourists and the general population in South Africa, especially in relation to the Domestic Tourism Scheme’s target groups. Several challenges were identified including financial, safety and security concerns, infrastructure and service provision, perceptions and knowledge of domestic tourism products and opportunities, seasonal fluctuations, marketing and promotion, pollution and litter/ grime, accessibility and discriminatory practices and COVID-19 pandemic and other disruptions. Key opportunities were also identified, including diverse tourism products and experiences, domestic tourism incentives, demand, location and digital/ technological changes. Very few participants were aware of the Domestic Tourism Recovery Framework and Domestic Tourism Scheme, but there w generally high levels of support once they were made aware of these strategies. Several stakeholders were identified, including government, tourism industry associations, tourism businesses, major tourist attractions and local communities. The recovery and resilience of domestic tourism in South Africa require collaboration and cooperation among these stakeholders. The National Department of Tourism was deemed to be the lead coordinator/ champion. Several mediums of communication were identified, cautioning that targeted rather than generic approaches were required. Training and capacity development issues were also highlighted, with key areas identified, such as customer service, business support and sustainability aspects. The proposed Domestic Tourism Recovery Framework was supported by the key informants and focus group discussions. Thus, no major changes to the proposed Framework were undertaken, although aspects were updated based on the responses from stakeholders. The four steps to reignite domestic tourism demand in South Africa (re-evaluate, reconfigure, respond and stimulate domestic tourism demand) are retained, informed by the DPSIR approach. The Framework draws on the tourism recovery strategy by encouraging a phased approach to reignite the domestic sector. The focus on Small, Medium and Micro Enterprises (SMMEs) and stimulating domestic tourism demand are highlighted. The Domestic Tourism and Awareness Framework draws from wide-ranging consultations with key stakeholders and provides guidance on how communication within the tourism sector can align with the government’s overall vision and core aims and objectives, most importantly, increasing its resilience and contribution to the country’s economy. The main aspects of the Framework are setting goals and identifying stakeholder roles, setting out guiding principles, identifying and understanding audiences, message design, targeting stakeholders using appropriate communication mediums, and identifying communication barriers and mitigation measures. The Framework should be used to develop a strategy and an associated implementation plan, including an embedded awareness campaign, a framework for monitoring and evaluation and recommendations for supporting actions. Six components for implementation are highlighted: setting goals and identifying roles (that is, establishing what the different groups involved need to do); identifying key audiences and understanding their needs/ preferences; developing key messages and testing these before using them at scale; identifying the most effective modes, methods and channels for communication of messages; and establishing ways to monitor and evaluate the impacts of the communications efforts inspired by the strategy. In terms of skills development and training, the development of a responsive and agile training and education system is advocated. It is proposed that the conceptualisation and implementation of domestic tourism and skills development should commence with a national skills audit to identify training needs, priority needs and training capacity. Various barriers to effective training were identified, including funding/ financial constraints, quality of training, logistical challenges and awareness of training opportunities that need to be addressed. Finally, the monitoring and evaluation indicator approach is presented, linked to the Theory of Change. The key components of this framework include championing (with the Department of Tourism identified as the main champion), communication, institutionalisation, embedding and actioning (which includes the identification of indicators in specific categories). The specific indicator categories were domestic tourists, economic impacts/ job creation, domestic tourism products and services, projects/ programmes to reignite domestic tourism, the Domestic Tourism Scheme, safety and security, funding/ investment, training, media and communication monitoring (assessing the effectiveness of the implementation of the awareness and communication approaches adopted), sustainability, organisational support, and development and implementation of sustainable domestic tourism policies/ strategies, frameworks and guidelines by tourism authorities and local governments. Show less

The Department of Tourism is prioritising domestic tourism’s recovery. This is linked to the consensus that promoting domestic tourism is crucial to ensure that the sector recovers from the pandemic impacts on a pathway to sustainability and resilience to deal with future disruptions. This report extends the previous study to Show more

COVID-19 brought travel as we know it to a complete standstill. At the time it was believed that the impact of the pandemic was unprecedented and that the projected recovery would need to be both different and transformative. This was particularly evident from a product (supply) point of view given the renewed attempts to increase tourists (demand) to destinations. As a result of this hiatus, the travel industry needed to reconsider the shape and form of the tourism product in order to revive and ensure its sustainability. The objective of this investigation is to demonstrate how the product (supply) could be remodelled in a destabilised environment as a contingency plan so as to maintain and sustain tourist arrivals (demand) in the wake of any internal crises and other external emergencies. As a result, this article presents research on a newly devised novel approach to remodel the actual supply-side of the domestic tourism value chain so as to become more resilient and resistant. In principle this remodelling hones in on stimulating the development of a tourism product that takes into account other dimensions that were not formerly or conventionally regarded as part of the hyper-local touristic experience. Show less

COVID-19 brought travel as we know it to a complete standstill. At the time it was believed that the impact of the pandemic was unprecedented and that the projected recovery would need to be both different and transformative. This was particularly evident from a product (supply) point of view given the renewed attempts to Show more

Global pandemics have played an enormous role in shaping the tourism landscape. This dissertation focuses on the impact of pandemics on tourism by bringing together the responses to crisis from stakeholders in the 20th and 21st centuries. It examines historical pandemics from the Spanish influenza (1918) to COVID-19 (2019) to compare and identify the trends in policies and their effectiveness. Emphasis is placed on the importance of tourism in global economies and the recovery strategies post-disaster. Tourism-dependent countries are concerned about these disturbances as it leads to a fall in international travel that exacerbates economic problems, especially in developing nations. The research adopts an analytical approach which illuminates both historical policy triumphs and failures to inform future strategies. It draws together aspects from policymakers and stakeholders in order to build a more resilient and adaptable economy that emphasises a need for post-COVID-19 positioning. Various government interventions are considered and conclusions are drawn from both successful and failing methods that could highlight key indicators to assist governments with economic recovery. Finally, the research critiques government responses and suggests ways to improve them to highlight how policymakers should prepare for future crises and indicates how tourism can become more resilient and adaptable post-pandemic. Show less

Global pandemics have played an enormous role in shaping the tourism landscape. This dissertation focuses on the impact of pandemics on tourism by bringing together the responses to crisis from stakeholders in the 20th and 21st centuries. It examines historical pandemics from the Spanish influenza (1918) to COVID-19 (2019) Show more

Over the last few years, film tourism has increasingly become a prominent niche influencing travel decisions, as the tourism industry has witnessed a move away from mass, organised tourist packages towards a more specialised kind of travel. In fact, a study sanctioned by the World Tourism Organisation estimated in 2018 that no less than 80 million visitors mostly selected which tourism destinations to visit based on films and television series, a statistic that is likely to increase as streaming services make the visual media ever more accessible. While a number of studies have considered film tourism, and particularly its impact on destination image and the experiences of film tourists, very few have looked at the impact that film tourism can have on heritage sites, and particularly historical heritage sites, when filming and the resultant film tourism takes place there. This study considers this phenomenon and illustrates the impact through the use of a case study: the Outlander (2014-) television series set in Scotland. It first explores the field of film tourism and the intersections between film, history/heritage, and tourism. The study considers the history and value of film tourism, the impact of film tourism on destination image, the film tourist profile, and the influence of film tourism on historical heritage sites. Scotland is not a new film tourism favourite, but in recent years, the highly acclaimed and extremely popular Outlander series has had a massive influence on Scottish tourism. This thesis also explores the development of the “Outlander effect􀂴, from its literary roots to its filmic success, and elaborates on the impact of film tourism on a selection of Scottish historical heritage sites. The thesis also briefly considers other international examples in the management of filming and film tourism at historical heritage sites in order to identify best practice principles for heritage sites interested in including film tourism amongst their offerings. It concludes that a new niche of History, Heritage, Literary and Film Tourism (HHLFT) be adapted to further enhance this touristic domain. Show less

Over the last few years, film tourism has increasingly become a prominent niche influencing travel decisions, as the tourism industry has witnessed a move away from mass, organised tourist packages towards a more specialised kind of travel. In fact, a study sanctioned by the World Tourism Organisation estimated in 2018 that Show more

The COVID-19 pandemic highlighted the susceptibility of the global tourism industry to the negative impact of health-related crises on international mobility and tourism demand. Moreover, in the ‘proverbial’ post-COVID-19 era, South Africa’s tourism industry is prone to the effects of various internal and external shocks. These include the conflict in Ukraine - and the subsequent energy and financial crises in South Africa’s major European tourist source markets, the global financial constraints associated with recovery from the COVID-19 pandemic, and more pertinently localised crises such as floods in various provinces, the ongoing energy crisis, and increasing safety and security concerns. As part of the Department of Tourism’s research panel, NWU’s tourism research unit, TREES, and the University of Venda conducted a research study to develop a reflexive demand-oriented tourism resilience model. The model does two things, and thus it can be seen as a two-phased model. First, it uses tourism expenditure data before and immediately after the COVID-19 pandemic to assess if the tourism economy is bouncing back in ways demonstrating resilience. Second, it monitors domestic tourists' responsive travel behaviour and choices during and post-crises. The second phase investigates tourists’ travel behaviour for the international and domestic markets, leading to the International - Tourism Resilience Model (I-TRM) and the Domestic - Tourism Resilience Model (D-TRM). Probably the first of their kind, the models monitor and evaluate tourism indicators and their impact on travel behaviour, highlighting tourists’ travel preferences, risk-responsive behaviour, response to the crisis and post-crisis marketing communications, as well as profile aspects such as spending patterns – critical information to rebuilding and future-proofing the industry to become more resilient. This research and the models will enable the South African tourism industry to better understand domestic and international tourists amid crises and aid in tourism product development, as well as services and marketing innovation that sustainably boost inbound and local travel. Show less

The COVID-19 pandemic highlighted the susceptibility of the global tourism industry to the negative impact of health-related crises on international mobility and tourism demand. Moreover, in the ‘proverbial’ post-COVID-19 era, South Africa’s tourism industry is prone to the effects of various internal and external shocks. Show more

Despite it being widely recognised that the Bushmen of southern Africa have the oldest DNA in the world, and that they are the first peoples of the region, their voices are often the last to be heard in matters pertaining to their continued existence. They have faced centuries of ethnocide, dispossession and marginalisation, a situation perpetuated under the new democratic governments of southern Africa. Besides oversimplified and outright inaccurate portrayals of the Bushmen as ‘primitive man’ throughout the period of colonisation, they have more recently been romanticised in idyllic portrayals in tourism marketing. While this has resulted in many deciding to distance themselves from their culture, others who at first eagerly embraced tourism, have been put on show like “animals in a zoo” for tourists to view the ‘exotic and primitive indigenous people of Africa’. This has contributed to a trivialisation and commodification of their culture, with only few success stories. This study traces the history of the Bushmen both in terms of their invidious position in southern Africa and in tourism. It examines two juxtaposing examples of Bushmen tourism ventures and argues that by embracing both the traditional and modern, such ventures can succeed. Show less

Despite it being widely recognised that the Bushmen of southern Africa have the oldest DNA in the world, and that they are the first peoples of the region, their voices are often the last to be heard in matters pertaining to their continued existence. They have faced centuries of ethnocide, dispossession and marginalisation, a Show more

According to the World Bank (1975), rural development is defined as a strategy aiming at the improvement of economic and social living conditions, focusing on a specific group of poor people in rural areas. It assists the poorest group among the people living in rural areas to benefit from development. Tourism is regarded as one of the development tools in rural communities. Rural tourism has a high potential to stimulate economic growth and social change because of its complementary significance with other economic activities. Rural development is an underlying issue in South Africa as young people are emigrating to other countries or even to more developed areas like the city or urban areas either looking for employment opportunities or improve their standard of living, which leaves the rural areas underdeveloped and the decrease for potential spaces of development and eventually these areas are left neglected. Development in rural areas becomes difficult because there are challenges and hindrances when unutilised spaces, especially in rural areas such as Ha-Makuya where it is mostly nature or cultural tourism. The aim of this research project was to determine the need and the extent to which tourism contribution to rural development The project I employed a qualitative research approach and key informants were consulted to provide primary and first-hand information. The local tourism guide could assist in identifying existing and potential tourism products. The project was guided on secondary data information as well. The instrument used to collect data was electronic devices. The findings of the project proved that development in the Ha-Makuya is essential for the improvement of social standards and basic living conditions Show less

According to the World Bank (1975), rural development is defined as a strategy aiming at the improvement of economic and social living conditions, focusing on a specific group of poor people in rural areas. It assists the poorest group among the people living in rural areas to benefit from development. Tourism is regarded as Show more

According to the Global tourism organisation (2022) tourism is one of the world's fastest-growing sectors, with adventure tourism being one of the fastest-growing sub-industries. Adventure tourism is a developing niche market, with the potential to become extremely popular and profitable. The term "adventure" refers to a unique experience that involves personal excitement. (Hanna, Wijesinghe, Paliatsos, Walker, Adams, and Kimbu 2019).South Africa is widely viewed as one of the greatest African adventure destinations. However, sustainability is a pressing issue in any tourism context, here and elsewhere. As a result, adventure tourism destinations require guidance on how to succeed and be sustainable. (Erene 2018). The primary objective of this study is to assess the adventure tourism activities at Phiphidi Waterfalls. This study is descriptive in nature, and data was collected using a quantitative method in the form of a questionnaire. The study was conducted at Faranani and Mudomba villages situated next to the Waterfall. The sample included Phiphidi waterfalls service providers, tourist who visit Phiphidi waterfalls for adventure activities and community members. The study revealed that the most tourist visit Phiphidi waterfall for Swimming, Fishing, Birds-watching and Rock-climbing. Most tourist who travel to Phiphidi waterfall were found to be people who love adventure. The study also revealed that adventure tourism is benefiting local community members from job opportunity and meeting new people. Faranani and Mudomba residents were found mainly to be common people benefiting from providing product to tourist visiting waterfall. Show less

According to the Global tourism organisation (2022) tourism is one of the world's fastest-growing sectors, with adventure tourism being one of the fastest-growing sub-industries. Adventure tourism is a developing niche market, with the potential to become extremely popular and profitable. The term "adventure" refers to a unique Show more

The Department of Tourism is prioritising domestic tourism’s recovery. This is linked to the consensus that promoting domestic tourism is crucial to ensure that the sector recovers from the pandemic impacts on a pathway to sustainability and resilience to deal with future disruptions. This report extends the previous study to pilot and refine the Domestic Tourism Recovery Framework proposed, incorporating the Domestic Tourism Scheme as a key component. This report provides the context of the study, stipulating the aim, objectives and research questions. In relation to the rationale and purpose of the research, the piloting and refinement of the proposed Domestic Tourism Recovery Framework are critical to guide interventions and buy-in. Furthermore, the Framework is extended to include awareness and communication, training and skills development, and monitoring and evaluation components to support effective implementation and achieve intended impacts. The research methodology adopted during this Phase was a desktop approach (updating the literature) and qualitative component (key informant interviews and focus group discussions) to facilitate engagements with purposively selected (after undertaking stakeholder mapping) and key stakeholders on the Domestic Tourism Recovery Framework and Domestic Tourism Scheme. In total, 24 key informants and 4 focus groups completed. The proposed Domestic Tourism Recovery Framework is informed by the sustainable tourism development approach, linked to the ecosystem-based operational model that includes the drivers, pressures, state, impact and response (DPSIR) framework, which informs an examination of tourism that is based on a complex set of phenomena with multi-dimensional aspects and impacts. This approach was complemented by the Theory of Change approach during this Phase that promotes outcomes and results-based approaches to planning and development, focuses on evidence-based/ data-driven evaluation that demonstrates benefits and viability, enhances capacity development, enables partnerships and collaboration and is learning-orientated to improve future policies, plans and interventions. Several themes emerged from the literature review undertaken, including the importance of domestic tourism in South Africa and globally; trends and changes in domestic tourism travel behaviours; challenges faced in relation to finance, infrastructure, safety and security; the impacts of digital and technological advancements, and awareness levels. There was also consensus that domestic tourism was on a pathway to recovery, which needs to be supported/ incentivised. The importance of education and training as well as effective awareness and communication strategies were also highlighted. Show less

The Department of Tourism is prioritising domestic tourism’s recovery. This is linked to the consensus that promoting domestic tourism is crucial to ensure that the sector recovers from the pandemic impacts on a pathway to sustainability and resilience to deal with future disruptions. This report extends the previous study to Show more

Despite it being widely recognised that the Bushmen of southern Africa have the oldest DNA in the world, and that they are the first peoples of the region, their voices are often the last to be heard in matters pertaining to their continued existence. They have faced centuries of ethnocide, dispossession and marginalisation, a situation perpetuated under the new democratic governments of southern Africa. Besides oversimplified and outright inaccurate portrayals of the Bushmen as ‘primitive man’ throughout the period of colonisation, they have more recently been romanticised in idyllic portrayals in tourism marketing. While this has resulted in many deciding to distance themselves from their culture, others who at first eagerly embraced tourism, have been put on show like “animals in a zoo” for tourists to view the ‘exotic and primitive indigenous people of Africa’. This has contributed to a trivialisation and commodification of their culture, with only few success stories. This study traces the history of the Bushmen both in terms of their invidious position in southern Africa and in tourism. It examines two juxtaposing examples of Bushmen tourism ventures and argues that by embracing both the traditional and modern, such ventures can succeed. Show less

Despite it being widely recognised that the Bushmen of southern Africa have the oldest DNA in the world, and that they are the first peoples of the region, their voices are often the last to be heard in matters pertaining to their continued existence. They have faced centuries of ethnocide, dispossession and marginalisation, Show more